Final Report Intergrated Marketing Communication Oreo’s Imc Plan.pdf

MINISTRY OF FINANCE UNIVERSITY OF FINACE MARKETING –

FACULITY OF MARKETING

- -

FINAL REPORT

INTERGRATED MARKETING COMMUNICATION

OREO’S IMC PLAN

Teacher: Mrs Ninh Duc Cuc Nhat

Class: CLC_19DMA10

Group: 2

Student’s name:

Hồ Chí Minh City - 2021

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TABLE OF CONTENT

1 Current situation analysis……… 4

1.1 Introduction about Mondelez Kinh Do………… ………4

1.2 Introduction about OREO……… ………4

1.3 Competitive analysis (Direct competitor analysis)………5

1.4 Current Brand Item Evaluation 4P’s analysis………….……… 5

4.1 Prepare for communication plan………8

4.1.1 Media selected vehicle……….……… 9

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6 The effectiveness of the planned marketing communication program… 14

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1 Current situation analysis:

1.1 Introduction about Mondelez Kinh Do

- Mondelez Kinh Do is part of Mondelēz International, Inc., which fully acquired

the Vietnamese-based corporation in 2016 for a total of $460 million

- A global snacking powerhouse with iconic global and local brands such as Cosy

biscuits, Kinh Do mooncookies, Solite cookies, Slide potato chips, AFC crackers, OREO cookies, RITZ crackers, LU biscuits, Toblerone chocolate, Cadbury Dairy Milk chocolate, Tang powdered beverage, Halls gum and candy, Trident gum and many more Mondelez Kinh Do Vietnam has successfully launched more than 80 new products in Vietnam in the past six years

- In Vietnam, they are now operating in three locations with more than 3,000

employees: the head office in Ho Chi Minh City, two plants in Binh Duong and Hung Yen, Vietnam

- Mondelez Kinh Do also focuses on upgrading factories in Vietnam for export

purposes Today, the company's products have been exported to 16 countries around the world

- The Company's products are generally sold to supermarket chains, wholesalers,

supercenters, club stores, mass merchandisers, distributors, convenience stores, gasoline stations, drug stores, value stores and other retail food outlets

1.2 Introduction about OREO

- Oreo sandwiches are available in more than 100 countries worldwide While

most consumers know Oreo sandwich cookies as two round chocolate chip cookies with a vanilla icing in between, variations of the product can be seen in other countries This shows that Oreo adapts to the different tastes and preferences of local markets around the world

- The National Biscuit Company (Nabisco) is the developer of Oreo, which they call Oreo Cookies This product started in 1912 and was trademarked the same year The product has undergone several name changes It was renamed Oreo Sandwich in 1921 and became Oreo Chocolate Sandwich Cookie in 1948 It was eventually changed to Oreo Chocolate Sandwich Cookie, first used in 1974

- In May 2019, Mondelēz International's market price reached $75.23 billion, ranking 117th out of 500 most valuable companies in the world by Fortune Magazine (2018) OREO alone has brought in about $7 billion in revenue for the company

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- In Vietnam, the biscuit market was worth VND 9.021 billion in 2018, with OREO alone accounting for 4% of the market, equivalent to VND360 billion This has made Mondelēz Kinh Do the largest enterprise in the industry today

- Some of Oreo Brand Slogans: Wonderfilled, Milk’s favourite cookie, Only Oreo

1.3 Competitive analysis (Direct competitor analysis)

- Some existing competitors:

Nestle: the world's largest food company in terms of revenue and other targets for highly diversified and expanded product portfolios

PepsiCo: famous for its Pepsi brand and other carbonated water, PepsiCo also has a diverse product portfolio

- Some potential competitors:

Although the domestic market is flooded with imported confectionery and increasingly competitive, this context is also the motivation for domestic enterprises to make efforts to invest and seek their own advantages Currently, the confectionery market in Vietnam is growing more and more actively, currently the confectionery market in Vietnam is growing more and more vibrantly, making potential competitors: Bibica, Orion, Biscafun, etc

1.4 Current Brand Item Evaluation 4P’s analysis

- Price: The price of a box of Oreo Tet in 2021 is 114,000 VND for 342g, 77,000 VND for 199.5g, 35,000 VND of chocolate and vanilla cookie, 38,000 VND of Red Velvet cookie On e-commerce shopping sites like Shopee, prices can be cheaper with some incentives

- Place: Oreo's distribution channel is diverse; therefore, it can be found in any store, supermarket chain However, some special edition Oreos such as Oreo Tet only appear on holidays in some locations

- Product: Oreo Cross Cookies (352.8g) have a modern, premium tin design inspired by the US with 4 flavors vanilla, chocolate, strawberry and Blueberry More specifically, Oreo Tet cookie with beautiful design, cheerful shades, is a unique gift in the Tet season The cookie is made from select ingredients, rich in nutrients, providing energy to your body when needed, with moderate sweetness It can be used with tea to experience a more attractive taste

- Promotion: Mondelez Kinh Do has many promotional strategies for Oreo Tet, such as advertising on official websites, television or other platforms on the Internet Here Mondelez Kinh Do uses push and pull strategies

1.5 SWOT

- Strength:

Mondelez Kinh Do is the leading confectionery industry in Vietnam

6 High quality production line

An attractive workplace - there is a large workforce of 4000 employees There is a large distribution system

Brand ambassadors for Oreo have a great influence

Oreo cookies have been widely favored by Vietnamese people

- Weakness:

Oreo's market share is still low

High production costs due to still depending on imported raw materials The price is quite high compared to the common ground

Taste of Oreo cookies of special type not yet available on the Vietnamese market

- Opportunities:

The rise of Gen Z - the next wave of Vietnamese consumers This is a generation of consumerists, frequently dominated by media and online purchases, which Iseo is focusing on developing

The rise of e-commerce could allow Mondelez Kinh Do to distribute this product more efficiently (Trent, 2019) The purchase of online sales sites, e-commerce channels, online shopping such as Shopee, Lazada, Tiki and social networking sites became more popular during this period because of its convenience, fast, safety, with a variety of types and prices This is an opportunity to promote Oreo, expanding the distribution channel to online

Due to covid-19 pandemic, the trend at home encourages snack buying decisions

→ retail confectionery is forecast to increase in the coming years

The product design of cookie sandwiches can allow Oreo to create different types of products such as changing the composition for wafers or different flavors (Graham, 2018)

The epidemic is complicated, Oreo's seasonal products such as The Oreo Tet Cookie box, Oreo mooncookies are no longer much sought after because of economic difficulties, limited consumer demand, people are now worried about daily life, priority is given to essential items

Create a media effect on social platforms promoted (more than 5 million hits in a month)

2.4 Positioning:

- Oreo is a cookie brand that gives consumers special flavors for their taste buds,

affordable for children, young adults, teenagers and families to enjoy

- Oreo is doing its best to refine and improve their products to please customers and

create harmony for the family In the biscuit market, Oreo is always the first choice because of the reasonable price and high quality of the product

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Oreo product positioning table (according to group survey)

2.5 Campaign target audience - Main segment:

Age: Oreo Tet's main target audience is children and adolescents, who are 6 to 24

years old who make up the ability to buy or influence Oreos' decision to buy products Because customers share the same age attributes, school children are common consumers because their parents buy this product as a snack during breaks

Preferences: With the age of children and teenagers, medium-sweet, eye-catching

snacks like Oreo are the favorite dishes to enjoy after school Sandwich cookies are attractive to teenagers and children due to the famous "Twist, Lick, Dunk” (Xoay bánh – Liếm kem – Chấm sữa) campaign Since then, it has made it a habit for teenagers and children to enjoy Oreo cookies by turning the cookie, licking ice cream, inging milk

Demand: This is a segment of customers who are still in the development age, so

the demand for nutrition is very high At the same time, snacks are also indispensable in daily life

- Sub-segment:

Age: The sub-goal for this campaign focuses on the customer segment of parents, grandparents, etc between the ages of 30 and 50, relatives of children and young people

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Preferences: Original packaging of oreo cookies is more likely to be purchased by

adults due to familiarity and nostalgia Children's preferences also have a little impact on their preferences

Demand: From their child's own needs and preferences, parents will create a need

for buying treats like Oreo, making snacks to meet their child's nutritional and hobby needs

3 Creative strategy:

- Oreo's campaigns always have a characteristic with the slogan "Twist, Lick Dunk”, (Xoay bánh – Liếm kem – Chấm sữa) through which the brand image is associated with the sharing between people, expressing love between people through a cookie

- This strategy focuses on the new Oreo version for Tet 2022 by combining on

modern and traditional media (TV, magazines, etc).

- Compared to the campaigns of competitors, Oreo's campaign always shows

creativity and meticulousness in every detail Along with a dynamic, confident, vibrant image of Oreo's campaign always makes a difference, suitable for the tastes of all customers, especially young customers

4 Media strategy

4.1 Prepare for communication plan 4.1.1 Media selected vehicle

Internet marketing - Create brand awareness, change perception

- Provide information related to the benefits of the product

Sampling - Provide information related to the benefits of the product - Convince customers who have never used a trial product

Advertising - Create brand awareness, change perception

- Encourage customers to use Oreo cookies more often or for

more cases

- Create brand awareness, change perception

4.1.2 Big Idea

- A long year of hard work, Tet is always a special occasion of the year so that we

can rest and return to gather with our families, return to be loved and pampered But this year is a special year, the long epidemic makes many people unable to return to their hometowns to celebrate Tet with their families or even though we are close to each other, but we can not comfortably travel to spring, meet friends and relatives to ensure safety for ourselves and society Although geographically distant, we still have hundreds of thousands of ways to express our feelings to each other Just by sending your loved ones a box of Oreo Tet 2022 cookies via the Grab app, you are sending new year's love and joy to those you love while ensuring safety

- Choosing simple characters such as children away from home, neighbors, friends

who want to give gifts to each other instead of wishing peace and new year to come, Oreo hopes no matter who you are, whatever job you are doing, whether near or far from your loved ones, you always feel love because love is "no distance"

- Telling the story through a short TVC makes it easy for the brand to convey a

message that touches the viewer's emotions From there, the brand creates topics of debate on social networks for viewers to share their views and personal stories, create a connection and draw the brand closer to customers

4.1.3 Timeline

Stage Stage 1 Stage 2

Main activity

Promote advertising through social media, influencers.

Organize minigames to attract the participation of customers

Promote products using TVC via TV and Youtube

Giving gifts when buying many products of "Oreo Tet 2022"

Main message

Tình yêu “Không khoảng cách” - no matter what the circumstances Oreo will help you connect love

Support tools

Digital marketing

Socials: Facebook, Youtube, TikTok

Digital marketing Socials: Facebook, Youtube

Delivery app: Grab TV

- Slogan: Turn the cookie, open spring, explore Tet (Xoay bánh, mở Xuân, khai phá

Tết)

- Message: "No Distance" Love (Tình yêu “Không khoảng cách” )- Objectives:

12 Introduce new products to target audiences 40% increase in brand recognition

30% increase in new customers using the product How to do:

- Focus on social media promotion such as Facebook, Tiktok and Youtube through

famous influencers such as:

+ Giang Ơi: This YouTuber is famous with more than 1.2 million followers and a large

number of interactions on the facebook platform will help Giang introduce new products "Oreo Tet 2022" closer to a variety of customers In particular, every year Tet comes to Giang, there is always a series "Home with Tet" that attracts a good number of viewers, positive, happy, family-connected image in accordance with Oreo's criteria

+ Nino Home: This YouTuber is famous with more than 6 million followers, is the

leading food sharing channel in Vietnam when attracting not only domestic audiences but also abroad In the past, the YouTuber has also shared how to make cookies with Oreo and garnered a lot of views This time, Oreo will sponsor to appear on his videos with cooking topics and food reviews, thereby introducing new products "Oreo Tet 2022"

+ Appears on tiktoker's popular channels such as Long chun and Tun Pham with a

frequency of about 4-5 videos on topics such as Tet shopping, food reviews, etc to help Oreo's new products increase their recognition and reach many young customers

- Run ads on digital platform such as Facebook ads, Google ads with more than 5 s million appearances in 2 months

- Minigame: Share your loving connection moment with Oreo:

Competition rules: Starting from to People will post a photo or a short video

sharing a moment of connection between you and your loved ones such as friends, relatives on Facebook, Youtube and tiktok with the hashtag: #OREOTET2022 #Tinhyeukhongkhoangcach Whoever shares the best sentence, the most touching moment will be awarded by us

Award structure:

o Audience-voted award: For posts with the most interest: like+1d, cmt+2d, share+3d First prize: 3 boxes of cookie "Oreo Tet 2022" and 15 million VND Prize: 2 boxes of cookie "Oreo Tet 2022" and 10 million VND 3rd prize: 1 box of cookie "Oreo Tet 2022" and 5 million VND.

o Award voted by the organizers: For posts that touch the emotions of the organizers most according to the criteria: meaning, clarity and honesty First prize: 2 boxes of cookie "Oreo Tet 2022" and 15 million VND Prize: 1 box of "Oreo Tet 2022" and 10 million